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Farmers and fishermen say 'love prawns year round'

A new campaign has been funded by voluntary contributions from prawn farmers and fishermen.

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Aussies are being urged to spread their love of the local prawn across the calendar.

The prawn industry wants consumers to choose prawns for celebratory occasions other than Christmas.

And for the first time, prawn farmers and prawn fishermen have come together to push that message.

The Australian Council of Prawn Fisheries' executive officer, Graeme Stewart, says how the prawns are farmed does not matter to the consumer.

"We've done some research with the Australian Seafood Co-operative Research Centre and consumer research told us in very big letters that the Australian consumer loves Australian prawns and isn't particularly worried whether they're wild-caught or farmed," he said.

He says what's important to consumers is that the prawn is local.

"They're telling us that the Australian ones have a special place in their heart," he said.

The Love Australian Prawns campaign has been funded by voluntary contributions from both sides of the industry.

"Some people are cash-flowing it, so it's coming through in bits and pieces, but we've probably got almost 80 per cent of what we're hoping to get, and the rest is on the way," he said.

"It's certainly not a lot of money in the scheme of what other people do it's not a lot, but we're trying to do a lot with a little."

Mr Stewart says the campaign message is to celebrate more often, and have a bit more fun.

"Which I would have thought is pretty easy for Australians, but for some reason people don't lighten up and enjoy themselves as much as you would have expected," he said.

"What people have told us in the research is that prawns are a celebratory food. They don't want it to be dumbed down to being a commodity. They want to enjoy it as a celebration, so we're saying celebrate more often.

"Whatever the occasion is whether it's a birthday party, an anniversary, the kids having their school holiday start, or maybe for some people the kids go back from school holidays, here's an opportunity to have a bit of a celebration."

They don't want it to be dumbed down to being a commodity. They want to enjoy it as a celebration, so we're saying celebrate more often.

Graeme Stewart, executive officer, Australian Council of Prawn Fisheries

Research has revealed that on average Australians are consuming two dozen local prawns a year.

And 40 per cent of those are consumed during a three to four week period around Christmas.

"That creates enormous logistical problems trying to get things through the supply chain," he said.

Mr Stewart says they're consuming about the same amount of imported prawns per year.

"With the type the cost structure we have in Australia, it's enormous compared to anywhere else in the world, and with an open market you've got to compete the best you can," he said.

"It's never an easy business and fishing, by its nature, like all primary industries, you're reliant upon the weather, the seasons, there are so many factors out of your control, but it is an occupation for the brave.

"However, you find people in love with the sea, in love with the business. They'll fight through anything, they're the old Aussie battler, they get down and go for it."

But Mr Stewart says it doesn't necessarily cost more to enjoy the local prawn over the cheaper imported product.

"It's not really all that expensive, no matter what it is in terms of prawns, but the Australian prawn you don't need many of them to make a really good meal," he said.

"For most people, if they're a smaller quantity sized prawn, probably about six is all you need per person; if they're larger maybe four or less.

"So there's not many you need to buy to make a decent meal, and as a source of protein it's pretty good value."